The Holy Grail of Business: Compete on fitness and sex-appeal

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We remember the likes of Dell and Dylan for their ability to innovate and then continuously re-invent themselves. Successful corporations and individuals perfect the art of creating imperfections – monopolies in time or space - the Holy Grail of commerce. In a deregulated world, the new business reality is a “double-economy” with increasing differences between the rest and the best – between countries, within countries and in business.

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Forget about normal. Think abnormal. Now, instead of appealing to the average, success is a question of exploring the extremes . Those staying in the middle-of-the-road will be run over by modern monopolists.

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Using examples from some of the most successful contemporary business organizations, Dr. Ridderstråle describes two ways in which to build sustainable competitive advantages:

Adapt to the new business environment by developing business models that are incredibly fit – exploiting the imperfection of markets.

Compete on sex-appeal through taking advantage of the imperfections of man by competing on moods.